Celebrating 25 years in business, New Zealand clothing brand Federation has come a long way since its inception in 2001 as a street and skatewear brand. Along the way, the company has overcome major setbacks, including a liquidation where founder Jenny Joblin managed to buy back the business.
Known for iconic pieces such as a hallmark pair of women’s trackpants that customers regularly return to purchase, Federation has evolved into a cult streetwear brand. While products are sold online and through various retail stores across the country, its physical footprint includes a brick-and-mortar store attached to the Auckland head office, where Jenny runs the business alongside her life and business partner, Ben Dundas. Now, the brand is becoming a family affair as Jenny’s three children, aged 17 to 21, are all jumping into the business.
Photo: Supplied by Federation